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The lifestylization of fitness took off in 2001, when the supermodel Christy Turlington appeared on the cover of Time magazine in a yoga pose.

By then, finance-savvy fitness aficionados were already branding their pre-coffee workout as cool and healthy.

And well-heeled, secular-minded urbanites duly flocked to her.

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It's also a matter of basic story-telling economy: having a scene where a character does something with no consequences at all is just wasting a good scene.When Sterios took his business plan for an eco-friendly yoga gear maker around, potential investors told him to try something else.